After two years of extensive collaboration, Fort Worth’s public and private sectors have scripted a massive Super Week playbook aimed at winning the world’s heart.
Plans cover a vast range of operations in effect Jan. 31 through Super Bowl XLV on Feb. 6 and two days after.
From hospitality, security and entertainment to measures preventing counterfeit products, beefed-up public transportation and trained Ambassadors dedicated to helping visitors, the playbook’s packed with Cowtown’s best proactive thinking, said members of Fort Worth First (FWF) – a City-led public-private alliance.
Scores of stakeholders from throughout the business community and government departments comprise 10 FWF committees focused on making sure that Fort Worth soars to star status as the AFC host city while keeping services to residents as top priority.
“This is a classic way of Fort Worth doing business,” said former Assistant City Manager Libby Watson, who retired in 2008 but agreed last fall to serve as FWF coordinator, reporting to Tom Higgins, interim city manager. “The city has a history of coming together, bringing all stakeholders to the table and working on issues.
“But (Super Week planning) is kicking it up a notch,” she said. The two-year effort is an unprecedented length of public-private time spent on one event, she added, “and it has gotten stronger and stronger” with increased participation among business leaders and government officials.
Diversity of experience among participants has paid off handsomely, Watson said. “There’s a lot of cross-pollination” in brainstorming sessions during monthly and weekly meetings at the Fort Worth Police Department’s Central Division headquarters downtown.
“We all learn a lot from each other,” said Fort Worth Media and Public Affairs Manager Jason Lamers, who chairs FWF’s Communications Committee. The group benefits greatly from such an exceptional mix of expertise, including that of young professionals “who are all-digital,” he said, as they have mapped strategies focused on issues ranging from how to best serve visitors’ needs to crisis communication, traffic control and instant-messaging networks.
Visitors will be warmly welcomed and helped by a special group of trained volunteer ambassadors from across this area.
“Mayor Mike Moncrief and Interim City Manager Tom Higgins wanted a strong volunteer corps to act as hosts for out-of-town visitors and turned to the Fort Worth Convention and Visitors Bureau and the Fort Worth Chamber to assemble that group,” said Marilyn Gilbert, the chamber’s executive vice president of Marketing.
“With the help of Jay Downie and Downtown Fort Worth Inc., we have recruited and trained a volunteer corps of over 250 people to help guests navigate Fort Worth and metroplex offerings, including transportation, cultural amenities, entertainment and all the activities related to Super Week.”
Anticipating such needs mirrors how Fort Worth “seizes opportunities,” Lamers said.
There’s no greater opportunity than forging strong relations with national and international print and electronic media that will give Fort Worth global exposure. That’s a challenge tailor-made for FWF’s Promotions Committee chaired by Kelly Campbell, Fort Worth Convention & Visitors Bureau’s vice president of marketing communications.
Committee members are “results-driven professionals who are passionate about Fort Worth,” Campbell said, and who have lavished news outlets with information, including an online Idea Book filled with story ideas, contacts and more.
“An e-blast announcing the Idea Book was sent to a list of approximately 600 sports, travel, features and business media contacts across the country and some internationally,” Campbell said.
“Our great city knows how to get things done right and on time,” she said.
“Mayor Mike Moncrief and First Lady Rosie Moncrief had the brilliant vision to understand that Super Bowl XLV would present an unprecedented opportunity for Fort Worth on a global scale.
“Under their guidance, leadership across all levels in various organizations went immediately into action, and Fort Worth is now benefitting from the results.”
City of Fort Worth’s complete guide to Super Week.
Fort Worth Convention & Visitors Bureau guide to Super Week.
Mobile Super Week site